The document discusses A/B testing, a method used to compare two versions of a web element to determine which performs better in terms of sales, subscriptions, and lead generation. It highlights the benefits and limitations of A/B testing, outlining a seven-step process for implementation and emphasizing the importance of data-driven decisions. The document serves as a guide for transforming websites through effective A/B testing strategies.

1. The basics
A road you should travel
The benefits
Plus it is …
The barriers
The beginning
Use A/B testing on …
A/B testing can …
Seven steps to get started:
• Reasons for variant
preference remains
unknown
• Can’t assist
improving other
site aspects
2 versions of an element (A or B) are presented unknowingly to
website visitors to determine which version performs better.
• Sales
• Subscriptions
• New accounts
• No long-term
planning
• Only immediate
feedback
A
Headlines
Headline HEADLINE
Product
descriptions
Website
layouts
Pricing/
promotional
offers
Images
A
B
B
OFFER
Offer
Increase
sales
Improve
conversion
rates
Raise
revenue
Increase lead
generation
Ecommerce
leads increase
20-25%
B2B leads
increase
30-40%
Affordable
Easy to
maintain
Measures
small changes
Provides
results
Only measures
a single key
performance
indicator
Focuses only
on short-term
goals
Fails to capture
behavioral
insights
A/B testing …
• No usability
specialists
required
• Low
maintenance costs
• Replicable
• Requires
few resources
• Button size
• Font
• Punctuation
• Measures
actual behavior
• No more
guesswork
1.
7.
2.
3. 4.
5. 6.
Formulate
a question: “Will
the search button
location make a
difference with
bounce rate?”
Research:
Understand
customer behavior
with analytic tools
Report:
Share results
with the team
to assist in
future planning
Set benchmarks: Determine
the amount of time or number
of visitors needed to obtain
statistically significant results
Test: Create an
A/B test to check
your hypothesis
Develop hypothesis:
“When the search button
is on the left, visitors stay
on the site longer”
Analyze:
Collect results
and analyze to
formulate conclusions
Transform your website and become an
online marketing master with A/B testing.
Sources:
1. Soskey, Ginny. “11 Common A/B Testing Myths BUSTED.” Hubspot. N.p., 12 Mar. 2013. Web. 29 Apr. 2014.
<http://blog.hubspot.com/blog/tabid/6307/bid/34254/11-Common-A-B-Testing-Myths-BUSTED.aspx>.
2. Chopra, Paras. “Mulitvariant Testing in Action.” Smashing Magazine. N.p., 24 Nov. 2010. Web. 05 May 2014.
3. Nielsen, Jakob. “Putting A/B Testing in Its Place.” Neilsen Norman Group. N.p., n.d. Web. 30 Apr. 2014. <http://www.nngroup.com/articles/putting-ab-testing-in-its-place/>.
4.“The Complete Guide to A/B Testing.” A/B Testing: The Complete Guide N.p., n.d. Web. 15 May 2014. <https://visualwebsiteoptimizer.com/ab-testing/>.
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Infographic created by www.4imprint.com, based on the
AB Testing Blue Paper®. Download Blue Paper at:
http://info.4imprint.com/bluepapers/ab-testing/
A/B testing